Results of the moderated mediation analysis
| Mediator variable model (Hedonic value) | β | SE | t | p |
|---|---|---|---|---|
| Constant | 1.8450 | 0.3997 | 4.6163 | 0.0000 |
| Tone of voice | 1.0500 | 0.2528 | 4.1539 | 0.0000 |
| Type of cultural heritage dimension | 0.4825 | 0.2528 | 1.9088 | 0.0570 |
| Interaction: Tone of voice × Type of cultural heritage dimension | −0.3450 | 0.1599 | −2.1580 | 0.0315 |
| Conditional effects of the focal predictor (Tone of voice) at values of the moderator (Type of cultural heritage dimension) | β | SE | p | 95% CI |
| Tangible | 0.7050 | 0.1130 | 0.0000 | [0.4828; 0.9272] |
| Intangible | 0.3600 | 0.1130 | 0.0016 | [0.1378; 0.5822] |
| Dependent variable model (Sharing behaviour) | β | SE | t | p |
| Constant | −0.2559 | 0.1621 | −1.5787 | 0.1152 |
| Hedonic value | 0.9123 | 0.0450 | 20.2917 | 0.0000 |
| Tone of voice (direct effect) | 0.0030 | 0.0758 | 0.0391 | 0.9689 |
| Conditional indirect effects of Tone of voice on Sharing behaviour | β | SE | 95% CI | |
| Mediator | Moderating variable (Type of cultural heritage dimension) | |||
| Hedonic value | Tangible | 0.6432 | 0.1040 | [0.4439; 0.8490] |
| Hedonic value | Intangible | 0.3284 | 0.1100 | [0.1159; 0.5498] |
| Index of moderated mediation | ||||
| Type of cultural heritage dimension | −0.3147 | 0.1474 | [−0.6025; −0.0327] | |
| Mediator variable model (Hedonic value) | SE | |||
|---|---|---|---|---|
| Constant | 1.8450 | 0.3997 | 4.6163 | 0.0000 |
| Tone of voice | 1.0500 | 0.2528 | 4.1539 | 0.0000 |
| Type of cultural heritage dimension | 0.4825 | 0.2528 | 1.9088 | 0.0570 |
| Interaction: Tone of voice × Type of cultural heritage dimension | −0.3450 | 0.1599 | −2.1580 | 0.0315 |
| Conditional effects of the focal predictor (Tone of voice) at values of the moderator (Type of cultural heritage dimension) | SE | 95% CI | ||
| Tangible | 0.7050 | 0.1130 | 0.0000 | [0.4828; 0.9272] |
| Intangible | 0.3600 | 0.1130 | 0.0016 | [0.1378; 0.5822] |
| SE | ||||
| Constant | −0.2559 | 0.1621 | −1.5787 | 0.1152 |
| Hedonic value | 0.9123 | 0.0450 | 20.2917 | 0.0000 |
| Tone of voice (direct effect) | 0.0030 | 0.0758 | 0.0391 | 0.9689 |
| Conditional indirect effects of Tone of voice on Sharing behaviour | SE | 95% CI | ||
| Mediator | Moderating variable (Type of cultural heritage dimension) | |||
| Hedonic value | Tangible | 0.6432 | 0.1040 | [0.4439; 0.8490] |
| Hedonic value | Intangible | 0.3284 | 0.1100 | [0.1159; 0.5498] |
| Type of cultural heritage dimension | −0.3147 | 0.1474 | [−0.6025; −0.0327] | |
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